WE ARE STARCOM

INNOVATIVE BY NATURE

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Goodbye Carlton Screen, Hello Wide Eye Media!

Following on from its small screen sister in 2012 the silver screen this morning made the modern day leap into the world of digital…and just in time for this Fridays new movie releases!

After a lengthy conversion process NI & ROI cinemas are now 100% ready to offer brands a much more immersive experience with consumers through precision media buying that captures their core target audiences. Some of the upcoming benefits include:

Full roll-out is expected by early-Summer 2014, but regional targeting will be available with immediate effect. The new targeting options will open cinema up to a whole range of new clients, namely local businesses or time-sensitive clients such as retail. The digital cinema age should also (through time) open up the gates to global film release dates in a bid to tackle the ongoing plight of movie piracy. So us Irish folk won't be left waiting in the wings with our stale popcorn!

Today’s launch goes far beyond a rebrand for Carlton Screen advertising. Wide Eye Media promises to listen to key opinion formers. Tapping into social media natives, movie junkies and early adopters to help form conversation before and after the big releases!

As screens continue to become an integral part of our modern day audiences life it’s safe to say that this digital screen is one of their biggest yet, proving that SIZE MATTERS!

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Top 5 Stories w/c 10th Feb

1. Lego Recreates British Heart Foundation, Confused.com, Premier Inn and BT ads

As part the launch campaign for The Lego-Movie, Warner Bros took over a centre break of Dancing on Ice on ITV last night. In partnership with The British heart foundation, Confused.com, BT and Premier Inn, each advertiser created Lego versions of their ads to run before the trailer for The Lego-Movie itself. 

Video: http://www.youtube.com/watch?v=HSbYBzUEQlc

http://www.thedrum.com/news/2014/02/09/lego-recreates-british-heart-foundation-confusedcom-premier-inn-and-bt-ads `

2.Google’s Olympic doodle posted in protest of Russia’s anti-gay law

The day before the 2014 Winter Olympic Games officially kick off in Sochi, Google revamped its home page with a Winter Olympic-themed doodle in the colours of the gay pride flag. Below the image the company posted a couple anti-discrimination lines from the Olympic Charter.

http://www.digitaltrends.com/web/latest-google-doodle-posted-defiance-russias-anti-gay-law/#ixzz2svG0LBnW

3. Twitter User Growth Slows in Q4, Stock Plummets 18%

Twitter has reported its slowest pace of user growth during the fourth quarter. The news dimmed hopes that the social media phenomenon can sustain its fast pace of expansion.

http://mashable.com/2014/02/05/twitter-q4-earnings/ 

4. Communicorp is to buy eight UK stations

Denis O'Brien's Communicorp Group has proposed the purchase of eight regional radio stations from Global Radio in the UK. The eight stations have a total of 2.8 million listeners. The deal will bring Communicorp’s total number of radio stations to 27. 

http://www.independent.ie/business/media/communicorp-is-to-buy-eight-uk-stations-29987335.html 

5. PML Launches New OOH Planning Tool 

Out of home media specialist PML Group has launched Select planning tool which indicates OOH campaigns frequency. The launch follows 18 months of testing and bench-marking with over 1,000 campaigns measured for recall through PML’s Poster Impact research and the JNOR industry audience measurement.

http://www.adworld.ie/news/read/?id=9be4107e-3427-49ca-9342-acdf40830e56 

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Top 5 stories - 3rd February

1. Nearly 80pc of 18–34 year olds consider their smartphone/mobile their most important ‘screen’

Eighty percent of 18–34 year olds would sacrifice their TV, laptop and tablet before their smartphone, according O2 Media research. The increase in smartphone penetration along with the results of this research, show the influence that mobile now has in connecting brands to consumers.

http://www.businessandleadership.com/marketing/item/44465-nearly-80pc-of-18-34-year/ 

2. Who bought what in Super Bowl XLVIII

Ad Age have compiled a list of the best and worst ads from this years Superbowl with Volkswagen, Budweiser and GoDaddy coming in as this year’s favorites. 

http://adage.com/article/special-report-super-bowl/super-bowl-ad-chart-buying-super-bowl-2014/244024/

3. Facebook channels Twitter, Flipboard and Medium for pretty new paper app

Facebook has developed a new mobile app which focuses on news updates that are publicly shared across Facebooks vast network of users - much like twitter

http://www.siliconrepublic.com/new-media/item/35600-facebook-channels-twitter/

4. JNLR January 2014 results round up

The first joint national listenership research results of 2014 were released last Thursday 30th Jan. The results examine radio stations year on year and radio nation have put together a results overview of station performance year on year.

http://radionation.ie/2014/01/jnlr-january-2014-results-roundup/

5. Google reports Q4 revenues of $16.8 billion

Google looks set to extend its leadership in online advertising as it sharpens its focus on its core business, analysts said after strong ad sales helped the no.1 search company report stronger than expected quarterly revenue

http://online.wsj.com/news/articles/SB10001424052702304428004579353041433992218?mg=reno64-wsj&url=http%3A%2F%2Fonline.wsj.com%2Farticle%2FSB10001424052702304428004579353041433992218.html

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Top 5 Stories w/c 27th Jan 2014

Apple plans to target users' adverts based on their mood

Apple has just been granted a patent that will allow them to monitor users moods and target them with a specific ad. This user-focused advertising is big business nowadays and Apple has decided it’s not going to be left behind when it comes to creating technology that potentially infringes on your personal space.

http://www.siliconrepublic.com/innovation/item/35499-apple-plans-to-target-users  

Sky launches Youtube channel to encourage trial of new shows

Sky is launching a new Youtube channel that will broadcast full episodes of upcoming drama and comedy shows for the first time. The aim of this is to encourage trial and acquire new TV subcribers. Sky First Episodes launches on the 1st of Feb and will give both customers and non-customers the chance to get the first look at new episodes and programmes.

http://www.marketingweek.co.uk/sectors/media/news/sky-launches-youtube-channel-to-encourage-trial-of-new-shows/4009264.article

Global internet advertising spend surges 32%

According to Nielsen's quarterly Global Adview Pulse report, display internet has surged 32% worldwide in the first three quarters of 2013. Both outdoor and TV saw an increase with outdoor up 5.1% year on year

http://www.thedrum.com/news/2014/01/27/global-internet-advertising-spend-surges-32-0

VW tops most shared Super Bowl ads chart

According to data released by marketing tech platform Unruly, VW has been named as the most shared Super Bowl brand of all time. The auto manufacturer's ads have attracted more online shares across the social web than any other Super Bowl advertiser

http://www.brandrepublic.com/news/1228628/Volkswagen-tops-shared-Super-Bowl-ads-chart/

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As everyone now restarts work and we get ready to kick off 2014 - we look back at 2013 and what a year it was! This video from Google was just too good not to share!

"Google Zeitgeist - Here's to 2013" 

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Our latest edition of on the bench is a Christmas Special featuring none other than the big man in the red suit. We got all sorts of interesting questions through for Santa and some real head scratches.

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Irish SMEs continue to feel anxious about Social Networking

Social Networking continues to dominate conversations among businesses - how to leverage it for themselves, how to engage with consumers and how to manage their employees access to sites and how that impacts on their businesses. All in all social networking will play a huge role on the agenda of Irish Businesses well into 2014. 

The latest Close Brothers Business Barometer report showed that over half of Irish bosses aren't monitoring or restricting access to social media at work, despite 16% admitting that they are concerned it is being abused. The big question is whether or not their concern is justified? A piece of research conducted by DeskTime 
suggests that 12% of the average employees time is unproductive - a scary figure. 

If the above infographic is a fairly reflective view of how we spend our time it begs the question - is FOMO a very real fear that we now experience and is being connected just far too easy?

The study of SMEs and the study from DeskTime suggests that being always on is now hindering our productivity as employees. There have been numerous studies showcasing the impact always on connectivity has on our personal relationships and in reducing our attention deficit, perhaps it is time for employers to take back the reigns of control. If employees cannot show just restrain causing their use of social media to impact on their productivity and therefore profit of Irish Businesses then perhaps a bit of nanny state behaviour needs to be employed...

Whatever the answer, technology is going to keep developing and its impact on all of the above isn't going stop what will be interesting to see is how businesses manage this always connected nature of employees as we move forward into 2014. 

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Brendan Courtney and Sonya Lennon of Frock Advisor answer questions submitted by our followers via Twitter

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Brendan Courtney and Sonya Lennon join us on the bench to discuss their digital fashion offering Frock Advisor, what it offers and where the idea came from. 

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IAPIs Adfx Energiser: Two clients eye views.

O2’s offices played host to a great forum yesterday morning from IAPI on advertising effectiveness. The structure of the session was built around two clients with weighty CVs and authority to speak confidently on the subject - and they definitely did. If you had any questions around what effectiveness means, what role agencies play in this area and how much accountable effectiveness marketing directors now are – this was definitely the event for you.

Tom Kinsella, Group Marketing Director of AIB with 20 years of experience in in Diageo, spoke very openly about what he expects from agencies within this area and what their weaknesses are. When Tanya Banotti of IAPI questioned how can brands expect to have a long term partnership if the agency relationship changes every 2-3 years, Tom very frankly said that there is a need for changing how agencies are remunerated based on effectiveness – making it a win-win for both parties.

Melissa Furze, Head of the Business Information Competency Centre in O2, gave her opinion on the effectiveness landscape in Ireland and Asia (where she worked previously) and acknowledged that her analytical background gave her a data-driven perspectives on advertising and marketing effectiveness.

The morning quickly moved to how best to cultivate an effectiveness culture between clients & agencies with Tom, Melissa and Karen Hand taking questions from the floor. The majority in the audience wanted to understand the thoughts from the podium on best practice, and the consensus was that agency and clients need to prioritise ad effectiveness as it's the basis of a longer term relationship. Melissa offered that having more events like this one bringing everyone together and embracing learning from each other was very beneficial and continuing this culture would be a positive start.

Aside from the ‘how’ of ad effectiveness, the ‘why’ was very clear and mentioned several times throughout the morning – marketing departments are more accountable than they have ever been and marketing budgets are quick to be cut by accountant-heavy boards – justification of marketing spend on the bottom line is no longer wishful thinking it’s essential. We, as an industry, need to ensure that we are armed with the know-how and results to back up and justify our actions – and the only way to do that is start the effectiveness conversation between clients and agencies now not as a by-product of entering adfx awards next year. 

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Part 2 of this weeks #onthebench with Stephen Quinn - CEO of Jobbio answering Twitter Q&A - really interesting stuff from an exciting Irish Start-Up really going places 

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We speak with Stephen Quinn, CEO of Jobbio which is a recruitment platform that makes it easy to discover and apply for jobs. FInd out what Stephen has to say and the services Jobbio offers.

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Top 5 Stories W/c 25th November

1. Xbox One Release and What it Means for Brands

The new Xbox one is new and improved. The new 8core 86x processor allows users to switch inputs, games and entertainment with ease. They have also improved their Kinect and Voice software to facilitate your gaming/ entertainment experience. This new drastically improved model allows you to control your gaming system with your mobile phone or tablet

http://wearestarcom.tumblr.com/post/67747392735/xbox-one-release-and-what-it-means-for-brands

  2. Starcom on the Bench

Part 1 - We host the ever entertaining Niall McGarry #onthebench as he fills us in on why he started Joe.ie and Her.ie and what has helped contribute to their success in the Irish Market.

Part 2 - Niall McGarry from  Joe.ie and Her.ie fame answering your twitter questions. Some really interesting stuff from Job Schemes to Jaffa cakes it’s worth a watch! 

http://wearestarcom.tumblr.com/tagged/On-the-Bench

  3. Shopping Apps Aim To Help Consumers Avoid Christmas Buying Hassles

A series of new shopping apps are shifting the holiday shopping experience.  “Shop It to Me” , “Hukkster”, “ShopAdvisor” and Sift are apps are providing consumers with new tools:  they allow users to track sales, buy instantly, and sort promotion emails. Shoppers can be more efficient and more cost effective with their shopping and avoid the Christmas rush.

http://www.independent.ie/business/shopping-apps-aim-to-help-consumers-avoid-christmas-buying-hassles-29782245.html

  4. Little Luxuries You Don’t Have To Feel Guilty About

It’s the little touches in your day that make all the difference. Every so often, we all need a little luxury to cheer ourselves up. But the good news is that luxuries don’t always have to break the bank. This article highlights a few of those moments that it’s alright to indulge in simple and straightforward pickups for the everyday.

http://thedailyedge.thejournal.ie/volvo-luxury-low-cost-1182806-Nov2013/

  5. Subway to create 400 jobs with opening of 40 shops across country

With a €5m investment in Ireland, it is estimated that Subway restaurants will open 40 shops across the country, consequently creating 400 jobs.  Despite the recession, Subway has seen significant growth. One owner said that his team has grown to 26 members (over the estimated amount per store). Subway has opened 1,700 across the UK and Ireland and we will only continue to see that number grow.

http://www.irishexaminer.com/business/subway-to-create-400-jobs-with-opening-of-40-shops-across-country-250675.html

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Xbox One Release and What it Means for Brands

The Ambassador theatre Nov 14th-17th was the chosen gamezone for the Xbox One Tour, covered with a sea of screens and bean bags it was like the ultimate Christmas morning for gaming advocates and passing fans alike. The experience gallery allowed you to navigate the latest technology and games for Xbox One as well as allowing you to explore the unique world of Kinect.

At circa €500 a pop, the Xbox One is that bit bigger, better, faster and stronger than the last model. One of the coolest specs added to the Xbox One is the 8-core x86 processor which lets you instantly switch between a game and your favourite entertainment apps at speed and with ease and without any disruption to performance. While the HDMI Pass-Thru allows you to connect your UPC/Sky box to your Xbox One enabling you to watch TV through your Xbox, which makes switching inputs seem almost clumsy.

It was without doubt that Xbox would use this opportunity to upgrade the Kinect in line with the Xbox One release to a more powerful system. A long with a tonnes of other exciting features Microsoft have introduced real Voice technology with an all-new multi-microphone array focused on the sounds that matter. Advanced noise isolation lets Kinect know who to listen to, even in a crowded room. You can even use your voice to launch any Xbox One experience from anywhere in the system, so you can quickly move from one experience to another

Without understating it the biggest advancement to come from the Xbox One release is Xbox SmartGlass App http://www.xbox.com/en-IE/smartglass taking Omnichannel to new levels. The new app turns your mobile phone or tablet into a second screen that allows for your devices and TV to talk to each other to personalize and enhance your favorite movies, music and games. You will be able to use your phone, tablet, or Windows 8 to control your living room Xbox experience. Navigate the Xbox menus, pause and rewind your favorite movie, swipe, pinch, and tap to get online on your TV, and use your device's keyboard for easy text input and search on your console. Even more exciting than that though is that connected devices allow you to watch one experience on your TV, while getting relevant immersive details about a movie or game including an interactive companion guide, behind-the scenes commentary and footage, and real-time game strategy…etc. 

Minority Report technology and behaviour is coming it’s already landed! With 670,000 Xbox consoles sold (pre Xbox One) and 340,00 Xbox Live accounts active in Ireland, gaming is taking over and brands need to embrace the gamer movement. As film and cinema converge with gaming and screens become our biggest vice, brands need to stand up and take stock of where gaming sits within their strategies…how it lives in their target audiences’ world and how can they use it as a platform to tell their brand stories in a compelling way.

Branded content opportunities exist in gaming through Integrated channels – featuring a click to landing experience which consists of strong branding, video gallery, image gallery, link to browser (creative refresh included) also Click to Browse, and Click to Video which can extend out the reach of your TV adve. What is also becoming popular is NuAds which interrupt with an interactive polling ad that asks consumers to make a choice ranking on a related question to the ad.

There are rules of engagement here and brands need to carefully plan their route in. This is a rich immersive territory so when your brand shows up in the thick of the action it really needs to have a value added purpose – be it great relevant content, or a competition to an unmissable event or experience. Depending on your goal, relying on a static push message may cause your comes to get passed over in this experiential environment.

Careful planning and audience understanding will enable relevant brands to identify the right approach and tactic with gaming as a channel to utilise to tell their brand stories and to deliver a deeper connection with their target audience in a more meaningful way.

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Part 2 of this week's #onthebench with Mr Niall McGarry from Joe.ie and Her,ie fame answering your twitter questions. Some really interesting stuff from Job Schemes to Jaffa cakes it's worth a watch! 

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We host the ever entertaining Niall McGarry #onthebench as he fills us in on why he started Joe.ie and Her.ie and what has helped contribute to their success in the Irish Market.

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MOTOROLA/GOOGLE PATENTS NECK TATTOO

Google owned, Motorola Mobility has filed for a patent for a system "that comprises an electronic skin tattoo capable of being applied to a throat region of a body”. This tattoo would communicate with smartphones, gaming devices, tablets and wearable tech like Google Glass via a Bluetooth-style connection and would include a microphone and power source.

The idea is that wearers could communicate with their devices via voice commands without having to wear an earpiece or the Glass headset. The filing says that in addition to sticking via an adhesive to the throat, the tattoo could go on a collar or a band around the user's neck.

As completely outrageous as this throat tattoo may sound, it’s far from the first of its kind. Last year, Nokia patented a “vibrating tattoo” to let you “feel” when someone is calling you.

Every brand is trying to create something new and innovative and it’s interesting to see what develops and even more amazing to see when and how these would materialize.